The Musings Of An Opinionated Sod [Help Me Grow!]

And while a lot of the narrative around it is negative, it’s not entirely the case.

You give less of a fuck about things that used to bother you because you realise they don’t really matter. And you feel more confident to speak up about issues that do bother you, because you are less nervous about expressing how you feel.

Sure, that can lead to all sorts of problematic behaviour and attitudes, but as long as you’re not a myopic, prejudiced dick … it’s generally good.

But without doubt there’s things that do mess with you.

Parts of you hurt you didn’t even know was a part that could hurt.
You are made very aware that your relevance to society is less important.
And when you look in the mirror, you don’t recognise the old bastard staring back at you.

There’s a lot of money in trying to delay the signs of ages.

Or should I say, the physical signs.

And while I could make this a post about the unfair, unjust and unrealistic expectations [and judgement] that society places on looks – and aging – especially towards women, that’s not the point of this post.

You see I recently passed a cosmetic beauty shop/spa/clinic whose promise to ‘help you counter the realities of growing old’ seemed to miss the point of what potential customers actually are looking for.

Or at least it did to me, because their ad said this …

Now maybe I’m wrong, but surely one of the main points in seeking anti-aging treatment is so you DON’T age your way.

That, if anything, you age someone else’s way.

Preferably someone much younger than you.

And hotter.

OK, with hindsight, I get that’s what they maybe meant.

That they were trying to say their treatment allows you to control how you age, as opposed to leaving it to nature. And if that’s the case, then it’s probably closer to being the right proposition [albeit flawed, generic and contrived as hell] with some of the worst writing.

But then I hate that whole ‘YOUR RULES, YOUR WAY’ ad narrative that appears so often.

Communication that’s devoid of any sort of definitive or differentiated idea, other than utterly preposterous suggestion their product/service empowers you to conquer and counter all the rules, realities and science of the World that relates to your particular situation or need.

The imbecilic idea that people will believe this company/brand has the knowledge/technology/magic to achieve what no other organisation or individual can achieve.

ON THE PLANET.

Jesus Christ, it’s so lazy and unimaginative.

Sure, I get this approach works … but the whole business strategy appears to be ‘get a bit of the same pie everyone is eating’ rather than develop a point of view that will get you more of the pie.

But as bad as that is, I realise there’s something even worse than that

It’s all of the above generic shit … but with a headline that doesn’t even convey it with clarity.